WGU Brand
Expression

An all-in-one reference to help WGU employees represent the WGU brand clearly and consistently.

WGU BRAND EXPRESSION

To change lives for the better by creating pathways to opportunity.

The WGU Brand

WGU is more than just an online university. We're fully committed to making higher education accessible and delivering life-changing outcomes for our students. And while we understand the depth of our commitment, we still need to communicate it to the rest of the world: prospective students, employers, lawmakers, and anyone who could benefit from our mission.


How we present the WGU brand—who we are and what we do—matters. The more united and consistent we are in that presentation, the more effective our outreach efforts will be.

Presenting a Unified Brand

A unified brand is a memorable brand. It's less likely to get lost in the noise and more likely to stand out in a "sea of sameness." Having a strong, recognized brand is the dream for marketers and advertisers because it does some of the heavy lifting. People know who the brand is and what it does just from hearing its name or seeing its logo. That kind of brand awareness brings a level of recognition and respect that gives people a reason to stop and listen.

Presenting a unified brand means being consistent with logo usage, color scheme, and our messaging voice and tone. This requires everyone across the organization be aligned on the same page. We may be divided into departments and teams, but we are one university—one WGU. We all share the responsibility of understanding our brand so we can communicate it clearly and consistently.

Our Updated Logo and Academic Seal 

WGU has introduced an updated visual identity that better reflects who we are today and the students we serve. These changes strengthen how our brand communicates the WGU mission; they also reinforce our commitment to belonging by ensuring our identity represents every learner. The new logo and seal improve recognition, modernize our expression, and create a dependable foundation across the university and corporation.


Our visual identity now includes several elements, each designed for a specific purpose: 


  • Corporate Logo (WGU). Represents the full WGU corporation, symbolizing the university and entities’ work across education, workforce, and innovation.
  • If the asset primarily addresses external stakeholders or WGU-wide internal business needs, use the WGU corporate logo.


  • University Logo (WGU with Owl). The primary symbol of the university.
  • If the asset only pertains to the university, use the WGU logo with the owl.


  • Owl Icon. A simplified symbol of our student, alumni, and employee community. 
  • Use it alone only if it is presented solely to students, alumni, or employees.


  • Academic Seal. A formal symbol reserved for diplomas, transcripts, and official communications.
  • The seal is restricted to official documents and select commencement assets. Swag must be cleared with brand governance on a case-by-case basis—no exceptions.


  • WGU Labs and WGU Academy Logos (coming soon). These entities carry the WGU name and will receive updated logos that align with our system.
  • These logos should be used for WGU Academy and WGU Labs business as usual.


  • “A WGU Company” Label for Craft and Juvo. These entities do not carry the WGU name; when appropriate, they will pair their existing logos with the label to show affiliation with the WGU corporation.
  • These entities’ original logos are typically used, but the “A WGU Company” label can be used at the organization’s discretion to emphasize the relationship with WGU.


Guidance on how and when to update existing materials will be shared with senior leaders. The transition will take place over several months, and there is no expectation to replace everything immediately. 

Downloads

Email Signature Update Instructions (employee login required)
Step-by-step guidance for updating your email signature. 


PowerPoint Template (employee login required)
The updated university slide template. 


Logo Downloads (employee login required)
Download the updated WGU, Juvo, and Craft logos. Email BrandMarketing@wgu.edu to request the academic seal. WGU Academy and WGU Labs logos coming soon. 


Logo and Seal Guide 
Instructions on when and how to use each part of the visual identity. 



Contact the Brand Team 

Email BrandMarketing@groups.wgu.edu with questions. 


Frequently asked questions

  • What changed and why?

    WGU updated its logo and seal to better represent our mission, our community, and the full range of people we serve. The previous identity no longer reflected all students, and this update strengthens belonging and clarity.

  • How will this affect the materials I use today?

    We are beginning the transitions now. Senior leaders will share guidance on when to replace or update specific items. There is no expectation to update everything immediately.

  • Where do I find the new logos and guidelines?

    You can download the updated logo files here. The usage guide is available here. You may request the academic seal by emailing BrandMarketing@groups.wgu.edu

  • Can I start using the new logo now?

    Yes. You can use the updated logo on any new materials you create. For existing materials, wait for guidance from senior leadership on when to transition.

  • What about logos for WGU Labs and WGU Academy?

    Updated logos for Labs and Academy are in development and will be shared once ready. 

  • Where can I get answers to more of my logo rollout questions?

    The employee-only FAQ answers more of the common questions about what’s changing and what to expect. 

WGU—Who We Are

Creating pathways to opportunity with our student-centric approach to higher education. In 1997, a coalition of 19 U.S. governors came together to found Western Governors University. Their intention? To make college more accessible by offering full degree programs via the internet. We started small but grew rapidly. Today, we’re one of the largest accredited, online universities in the U.S.

At WGU, we believe in the life-changing power of education. We believe in people and their potential to do great things. And we believe in a future where everyone can earn a college degree if they want to, regardless of their background or financial position.

Hundreds of thousands of students—and counting—have earned their degrees from WGU. These are students who couldn’t afford college otherwise, or who didn’t have the luxury of making school their full-time job. It’s our student-first approach to higher education that helps WGU remain the most accessible and flexible option for modern degree seekers. And as higher education continues to evolve, we evolve with it—offering certificate programs and additional credentials that help learners advance their careers.